Standing behind the counter of her boutique in Sydney's Bondi Beach, swimwear designer, entrepreneur, television presenter, mother and former model, Tali Jatali, looks every bit the glamorous socialite. At over 6ft tall (with heels), uber-stylish and simply fabulous, it is not difficult to comprehend why this woman is such a success.
Born in Israel, Jatali and her family fled the war torn country to settle in Australia when she was 16. A year later she was, by chance, discovered by photographer Stevie Hughes who catapulted her into the lucrative world of modelling. From posing for fashion magazines, such as Harper's Bazaar, to strutting the runways of Milan and New York, Jatali's modelling career spanned a respectable 15 years.
It was in her early 30s Jatali made the decision to embark on a new venture and turn her obsession for fashion into a business with longevity. In 2001 she opened her flagship store in Sydney's trendy suburb of Bondi Beach, and in 2007 founded her daring swimwear line "JATALI". With her signature "Brazilian" cut bikini bottoms, Jatali's sexy swimwear is not for the faint-hearted.
When asked why she chose to design swimwear, she retorts:
"I love the skimpiness and how complex it can be to create. It's a challenge. The quality has to be amazing."
Jatali's clothing and swimwear design philosophy is to:
"create beautiful, feminine and flirtatious pieces using the highest quality fabrics and craftsman to make the women who wear her designs feel gorgeous and stand out from the crowd."
Her bikinis are designed in Bondi and made in the Sydney suburb of Marrickville.
"My designs are inspired by life and happiness. I want every girl to feel confident and sexy with no insecurities. I want them to stand out on the beach. When a girl is wearing a Jatali bikini, people will notice."
For Jatali, style is about wearing what suits the individual and not following trends.
"I like the style of celebrities Patricia Fields, Stella McCartney and Kate Moss. But most of all, I love any girl who is grungy and does her own thing; girls that team a classy Chanel bag with a cool grungy outfit. I love girls that are natural - no fake nails, hair extensions or that sort of thing. Girls should style themselves to look friendly, but always with a hint of bitch."
Her advice to budding fashionistas is to invest in a good quality handbag and "mix the rest up" with affordable high-street pieces.
To Jatali, success is about being happy and positive. Her new ambition is to become a successful television presenter. Last year, she presented a fashion segment on Breakfast, Channel 10. This year, she covered the Oscars for Ten News and is lined up to report on Mercedes Benz Fashion Week in April. Tali hopes to have her own fashion television show before the year is out; a goal she is confident will be achieved.
Jatali fiercely believes in a woman's independence, arguing a girl should "never rely on a man". The role she relishes playing most in life is mum to her beautiful 10 year-old daughter Zsa Zsa; a role which is also the cause for her greatest concern:
"Zsa Zsa has said to me that when she grows up she will leave me and move to Paris! Paris!"
Jatali's love for her daughter is undeniable, as is her passion for designing swimwear to inspire confidence in women. There is no doubt this Bondi swimwear queen will reign in both the fashion scene and on our TV screens for many more years in to come…that is, until her little princess decides to ascend the throne, rather than embark on a Parisian adventure!
Jatali's store is located at Shop 4, 87 Gould St, Bondi Beach. Her swimwear can also be purchased online.
- The three beauty items Jatali couldn't live without: Black eyeliner, sorbolene cream and Moroccan oil.
- The three fashion items Jatali couldn't live without: A Jatali swimsuit, hot skimpy dress and some comfy baggy pants.
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